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Carrier billing in the nordics: 2018 market report by fortumo

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This market report gives an overview of the mobile payments landscape in the Nordic countries: Sweden, Denmark, Finland and Norway.

Nordic countries have become the symbol of happiness and quality of life. All four of them rank high in the world’s happiest countries list, with Finland being the winner for 2018. Nordic lifestyle is the new craze of life-improvement and different terms like “hygge” or “sisu" are popping up on countless articles. So what do we have to learn about payments from these iconic northerner lifestyle-gurus and what do they think about carrier billing?

Nordic markets have significantly high bank card ownership. Sweden is even called the most cashless country in Europe and predicted to become the world’s first cashless society. The rest of the Nordic countries are not far behind. Nordic countries also have a significantly high GNI and 80-90% smartphone penetration.

Carrier billing is still a preferred option for many consumers thanks to its simplicity and safety. Compared to credit card payments, payments are completed much quicker and no personal data is transmitted during the checkout process, ensuring the consumer that no fraud or identity theft can be conducted. As a result, carrier billing 10% and 21% market share from digital content payments in these markets.

Over the past year, revenue per user has substantially grown in three of the four markets. Leading digital merchants including Facebook, Apple, Google, Netflix and Riot Games have also begun to leverage carrier-based payments in the region. This indicates the commercial and technical readiness of the Nordic mobile operators for increase user spend by providing them with a universally accessible, simple online payment method.

In the report, we have brought out a high-level overview of each market’s digital ecosystem, as well as specific data on carrier billing that helps merchants localize their approach to each country.

Data presented in the white paper has been taken from public sources of information as well as anonymized, aggregated data on payments processed by merchants using Fortumo’s Web SDK and Payments API.

Fortumo’s platform is used by thousands of leading digital merchants including Google, Spotify, Electronic Arts and EasyPark. Founded in 2007, Fortumo has offices in San Francisco, Madrid, Beijing, Delhi, Singapore, Estonia and Hanoi. For more information, please visit https://fortumo.com.

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Carrier billing in the nordics: 2018 market report by fortumo

  1. 1. Carrierbillingin2018: NORDICSMarket report by Fortumo
  2. 2. SWEDEN FINLAND NORWAY DENMARK This market report gives an overview of the mobile payments landscape in the Nordic countries: Sweden, Denmark, Finland and Norway. INTRODUCTION Nordic countries have become the symbol of happiness and quality of life. All four of them rank high in the world’s happiest countries list, with Finland being the winner for 2018. Nordic lifestyle is the new craze of life-improvement and different terms like“hygge”or“sisu" are popping up on countless articles. So what do we have to learn about payments from these iconic northerner lifestyle-gurus and what do they think about carrier billing? Nordic markets have significantly high bank card ownership. Sweden is even called the most cashless country in Europe and predicted to become the world’s first cashless society. The rest of the Nordic countries are not far behind. Nordic countries also have a significantly high GNI and 80-90% smartphone penetration. Carrier billing in 2018: Nordics
  3. 3. Carrier billing is still a preferred option for many consumers thanks to its simplicity and safety. Compared to credit card payments, payments are completed much quicker and no personal data is transmitted during the checkout process, ensuring the consumer that no fraud or identity theft can be conducted. As a result, carrier billing 10% and 21% market share from digital content payments in these markets. Merchants using carrier billing with Fortumo in the Nordics: Over the past year, revenue per user has substantially grown in three of the four markets. Leading digital merchants including Facebook, Apple, Google, Netflix and Riot Games have also begun to leverage carrier-based payments in the region. This indicates the commercial and technical readiness of the Nordic mobile operators for increase user spend by providing them with a universally accessible, simple online payment method. Carrier billing in 2018: Nordics
  4. 4. In the report, we have brought out a high-level overview of each market’s digital ecosystem, as well as specific data on carrier billing that helps merchants localize their approach to each country. Data presented in the white paper has been taken from public sources of information as well as anonymized, aggregated data on payments processed by merchants using Fortumo’s Web SDK and Payments API. Krõõt Padrik Content Marketing Specialist Fortumo Should you have any questions about the report, please get in touch with us at bd@fortumo.com. Andrea Boetti VP of Global Business Development & Sales Fortumo Carrier billing in 2018: Nordics
  5. 5. SWEDEN Carrier billing in 2018: Nordics
  6. 6. Market profile Median age: 41 GNI per capita: $52,590 Gross National Income 9.9 Population: 14.5 Mobile phones: million yearsmillion SWEDEN 88% Smartphone penetration (of all mobile phones): Credit card penetration: 45%88% Mobile broadband access: 22% Prepaid SIM market share: Debit card penetration: 97% Carrier billing in 2018: Nordics
  7. 7. Market share of carrier billing in digital gaming (SuperdataResearch): 10% (4th most popular payment method) 1 Swedish Krona (SEK) Leader $0.91 (57% lower) Google Play CPI cost compared to US: GSMA Mobile Connectivity Index Score: 84.3/100 Recurring support: YES Major merchant deployments: Currency: 25% Taxation info: VAT $0.11 Monthly median revenue (YTD): % denotes YTD change $7.6 +24% SWEDEN Carrier billing in 2018: Nordics
  8. 8. 10 SEK to 699 SEK ($1.1 to $85) Price point Popularity % Price point Revenue % Price point (in USD) 5-61 8511-12 22-23 2.2% 4.9% 3.6% 1.4% 46.6% 49.7% 12.4% 1.3% Available pricing: CARRIERS SUPPORTED BY FORTUMO 45% 26% 17% 11% 1% CARRIER MARKET SHARES LOCALIZATION 76% of users have browser language set to Swedish. 76% 45% TABLET DESKTOP MOBILE 50% 5% TRAFFIC SOURCES SWEDEN Carrier billing in 2018: Nordics
  9. 9. DENMARK Carrier billing in 2018: Nordics
  10. 10. Market profile DENMARK GNI per capita: $55,220 Gross National Income Median age: 425.7 Population: 8.9 Mobile phones: million yearsmillion 82% Smartphone penetration (of all mobile phones): Credit card penetration: 45%90% Mobile broadband access: 13% Prepaid SIM market share: Debit card penetration: 97% Carrier billing in 2018: Nordics
  11. 11. 1 Danish Krone (DKK) Leader $1.05 (50% lower) Google Play CPI cost compared to US: GSMA Mobile Connectivity Index Score: 84.5/100 Recurring support: YES Major merchant deployments: Currency: 25% Taxation info: VAT $0.15 Monthly median revenue (YTD): % denotes YTD change $7.2 +41 Market share of carrier billing in digital gaming (SuperdataResearch): 19% (3rd most popular payment method) DENMARK Carrier billing in 2018: Nordics
  12. 12. 10 DKK to 200 DKK ($1.5 to $32) Price point Popularity % Price point Revenue % Price point (in USD) 3-41 3215-16 8.3% 13.3% 51% 16.6% 4.7% 15.1% 30-31 Available pricing: LOCALIZATION 62% of users have browser language set to Danish. 62% CARRIERS SUPPORTED BY FORTUMO 45% 30% 19% 3% CARRIER MARKET SHARES 41% TABLET DESKTOP MOBILE 54% 5% TRAFFIC SOURCES DENMARK Carrier billing in 2018: Nordics
  13. 13. FINLAND Carrier billing in 2018: Nordics
  14. 14. Market profile GNI per capita: $44,580 Gross National Income Median age: 435.5 Population: 10.3 Mobile phones: million yearsmillion FINLAND 79% Smartphone penetration (of all mobile phones): Credit card penetration: 63%87% Mobile broadband access: 9% Prepaid SIM market share: Debit card penetration: 98% Carrier billing in 2018: Nordics
  15. 15. Market share of carrier billing in digital gaming (SuperdataResearch): 16% (4th most popular payment method) 1 Euro (EUR) Leader $0.66 (69% lower) Google Play CPI cost compared to US: GSMA Mobile Connectivity Index Score: 84.2/100 Recurring support: YES Major merchant deployments: Currency: 24% Taxation info: VAT $1.14 Monthly median revenue (YTD): % denotes YTD change $5.9 -17% FINLAND Carrier billing in 2018: Nordics
  16. 16. 2 EUR to 50 EUR ($2.3 to $57) Price point Popularity % Price point Revenue % Price point (in USD) 11-122.3 5724-254-5 3.7% 7.5% 1.1% 4.6% 23.8% 10% Available pricing: CARRIERS SUPPORTED BY FORTUMO 42% 37% 21% CARRIER MARKET SHARES 37% TABLET DESKTOP MOBILE 57% 6% TRAFFIC SOURCES LOCALIZATION 43% of users have browser language set to Finnish. 43% FINLAND Carrier billing in 2018: Nordics
  17. 17. NORWAY Carrier billing in 2018: Nordics
  18. 18. Market profile Median age: 39 GNI per capita: $75,990 Gross National Income 5.3 Population: 6.4 Mobile phones: million yearsmillion NORWAY 89% Smartphone penetration (of all mobile phones): Credit card penetration: 71%90% Mobile broadband access: 23% Prepaid SIM market share: Debit card penetration: 98% Carrier billing in 2018: Nordics
  19. 19. 1 Norwegian Krone (NOK) Leader $1.23 (42% lower) Google Play CPI cost compared to US: GSMA Mobile Connectivity Index Score: 86.4/100 Recurring support: NO Major merchant deployments: Currency: 25% Taxation info: VAT $0.12 Market share of carrier billing in digital gaming (SuperdataResearch): 21% (2nd most popular payment method) Monthly median revenue (YTD): % denotes YTD change $5.8 +115% NORWAY Carrier billing in 2018: Nordics
  20. 20. 5 NOK to 1000 NOK ($0.6 to $130) Price point Popularity % Price point Revenue % Price point (in USD) 6-70.6 13012-13 26-27 7.1% 5.1% 0.7% 4.7% 44.7% 2.1% 0.1% 0.5% 1.6% 11.7% 108-109 Available pricing: LOCALIZATION 57% of users have browser language set to Norwegian. 57% CARRIERS SUPPORTED BY FORTUMO 51% 27% 9% CARRIER MARKET SHARES 2% 1% 34% TABLET DESKTOP MOBILE 63% 3% TRAFFIC SOURCES NORWAY Carrier billing in 2018: Nordics
  21. 21. Additional reading Report: How to maximize subscription revenue with carrier billing? Read now Emerging Markets Payment Index: Q3 2018 Read now Rethinking the paywall in digital publishing Read now Carrier billing in 2018: Nordics
  22. 22. https://fortumo.com https://facebook.com/fortumo https://twitter.com/fortumo https://www.linkedin.com/company/fortumo-ltd-?trk=biz-companies-cym Fortumo is a digital enablement platform for app stores and digital service providers for user acquisition, monetization and retention. The company connects service providers with more than 350 mobile operators across Asia, Europe, Latin America, the Middle East and Africa. Service providers use Fortumo’s platform to manage the end-to-end customer lifecycle of mobile users on these networks through the company’s bundling, carrier billing and messaging solutions. Fortumo’s platform is used by thousands of leading digital merchants including Google, Spotify and Electronic Arts. Founded in 2007, Fortumo has offices in San Francisco, Beijing, Delhi, Singapore, Estonia and Hanoi. For more information, please visit: This document is for informational purposes only. Fortumo and the authors make no expressed or implied warranties in this document. Fortumo and the author(s) make no representation or warranty in relation to the accuracy, completeness or reliability of the information contained in this document. Any opinions expressed in this document are subject to change without notice. This document may be based on a number of assumptions and different assumptions could result in materially different results. This document should not be regarded by recipients as a substitute for obtaining independent advice and/or the exercise of their own judgement, and is not to be relied upon by recipients. Fortumo and the authors, and any of their members, directors, employees or agents do not accept any liability for any loss or damage arising out of the use of all or any part of this document. Copyright © 2018 Fortumo | All rights reserved.

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